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Bill

AB 1034

Relating to: name, image, and likeness rights for University of Wisconsin System student athletes; maintenance costs for University of Wisconsin–Madison intercollegiate athletic facilities; and making an appropriation. (FE)

2025-2026 Regular Session Introduced by Alex Dallman and 2 co-sponsors

Wisconsin allows UW System student athletes to profit from name, image, and likeness rights while directing state funds toward UW–Madison athletic facility maintenance.

Partial veto failed to pass notwithstanding the objections of the Governor pursuant to Joint Rule 82
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Bill Summary · AB 1034

Legislative bill overview

AB 1034 authorizes University of Wisconsin System student athletes to monetize their name, image, and likeness (NIL) rights while attending school, and provides state funding for maintenance costs of UW–Madison's intercollegiate athletic facilities. The bill addresses both athlete compensation opportunities and facility infrastructure needs within the university system.

Why is this important

NIL rights have become a competitive recruiting tool nationally, with states that permit athlete compensation gaining advantages in attracting talent. This bill positions Wisconsin to compete with other states offering similar opportunities while addressing deferred maintenance on athletic facilities that support both student athletes and university operations.

Potential points of contention

  • Fairness and equity concerns: Questions about whether NIL policies create disparities between high-profile sports (football, basketball) and lesser-known programs, or between UW–Madison and smaller UW System schools
  • State funding appropriation: Debate over whether taxpayer money should fund athletic facility maintenance when athletic departments often generate significant revenue
  • Regulatory framework clarity: Concerns about how the state will define and enforce NIL rules to prevent NCAA violations or exploitative arrangements
  • Scope of applicability: Uncertainty about whether NIL rights extend equally across all UW System campuses or primarily benefit UW–Madison athletes

Compiled from official sources — confirm details with the bill’s official record.

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